Concept of Promoting Ortmann brand (SS-2022)

The main goal of the project is to change general attitude to the orthopedic shoes which are traditionally associated with elderly audience or people with some orthopedic problems. The core messaging was that orthopedic shoes CAN BE on trend and express your unique style regardless of your age, gender, profession and activities.

Shoes for all occasions.

The key task is to create an image of comfortable shoes for everyday life, any occasions, all ages and social status. Therefore, we decided to make visual images based on common life situations with integration of comfortable orthopedic shoes. These videos with popular bloggers starring were produced for people to recognize themselves in various urban contexts and everyday routine.

To integrate the image of comfortable shoes at the regional level more deeply, we produced a video guide on most popular tourist destinations of Dagestan; Derbent and Lyn, Gunib, dune Sarykum, Sulak Canyon. As the main character we chose a popular female guide. The message of the videos was that Ortmann and Berkemann shoes are perfect to walk on any earth surface and conquer any peaks without losing your style and femininity.

“The Amalfi holidays” is a series of videos from Amalfi coast produced for Vacanze italiane Ortmann (SS2023). One stunning travelling girl, six iconic towns, hundreds of miles and tones of sunlight. The long walks in the nice shoes on unusual routes bring the audience into the authentic atmosphere of every single place.

“The Amalfi holidays” is a series of videos from Amalfi coast produced for Vacanze italiane Ortmann (SS2023). One stunning travelling girl, six iconic towns, hundreds of miles and tones of sunlight. The long walks in the nice shoes on unusual routes bring the audience into the authentic atmosphere of every single place.

“The Amalfi holidays” is a series of videos from Amalfi coast produced for Vacanze italiane Ortmann (SS2023). One stunning travelling girl, six iconic towns, hundreds of miles and tones of sunlight. The long walks in the nice shoes on unusual routes bring the audience into the authentic atmosphere of every single place.

“The Amalfi holidays” is a series of videos from Amalfi coast produced for Vacanze italiane Ortmann (SS2023). One stunning travelling girl, six iconic towns, hundreds of miles and tones of sunlight. The long walks in the nice shoes on unusual routes bring the audience into the authentic atmosphere of every single place.

We released a mini-series as a part of FW2021/2022 collection marketing campaign by Portuguese “Lemon Jelly” silicone shoes brand. The is a story about big city life of a young modern girl who is not afraid of expressing her sensitive and romantic personality. Skillfully combining rubber shoes with any clothes, she creates the unique style demonstrating her own view on femininity. Following the heroine through her everyday routine, we immerse into the world of her memories, secret desires and all-embracing love.

A series of video portraits “Male surgeons of Dagestan.” Neurosurgeon Shamil Sadikov.

To promote specialized medical products of the regional chain of stores "Ortho City", a series of video portraits about male surgeons of the Republic of Dagestan was created.

The main purpose of these videos is native advertising through significant personalities in medicine, using the example of which the profession of a surgeon is popularized and the socio-cultural features of Caucasian society are highlighted, the role of men in it as a professional and family man, and an active participant in social life.

Series of video portraits “Women of Dagestan”. Zulfiya Batdalova.

A series of socially oriented video portraits of Dagestan women in different professions, whose choice fell on comfortable orthopedic shoes. This is an attempt to dispel myths about the Dagestan woman and show each heroine not only as a highly qualified specialist and entrepreneur, but also a loving mother and wife, a sensitive person with eternal values. Shoes are present in all these videos in a native way, visually supporting one or another verbal message of the heroine.

A series of video portraits “Male surgeons of Dagestan.” Traumatologist Gamzat Khalimov.

To promote specialized medical products of the regional chain of stores "Ortho City", a series of video portraits about male surgeons of the Republic of Dagestan was created.

The main goal of these videos is native advertising through significant personalities in medicine, using the example of which the profession of a surgeon is popularized and the socio-cultural features of Caucasian society are highlighted, the role of men in it as a professional and family man, and an active participant in social life.